Consuming energy drinks by the university students in dhaka city

1. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Research objectives:
1. To study demographic characteristics of consumers and buying energy drinks.
2. To find which factor influence to buy energy drinks.
3. To study the relationship between the Gender and purchase place choice.
4. To study the relationship between gender and preferred medium of advertisement.
5. To study the relationship between periods of consumes energy drinks and health
conscious.
6. To fine the correlation between independent variables ( taste, caffeine, refreshment, and
brand loyalty) and dependent variables ( consume energy drinks)
Research methodology:
The study includes both expletory and descriptive research to find the more reliable solution and
clarify the solution. We set the questionnaire with likert scale and statistical tool used for factor
analysis and also set scaling measurement for regression analysis. Chi-square test, factor analysis
and regression analysis used for interpreting data. We send the questionnaire to 250 consumers
out of those consumers 200 consumers response to fill up the questionnaire. This research
divided into four categories. First of all there are the demographic characteristics of gender and
most purchase energy drinks. Secondly, there are three chi-square test of gender and purchase
place, Gender and advertisement, periods of time consume and health conscious. Thirdly there
are the factor analyses that influence the consumers of purchase energy drinks. Lastly there is
regression analysis of independent and dependent variables and find the correlation between
those variables. In likert scale the item were measured on a 5 point representing 1 low point and
5 high point.
After reviewing several previous results, the researcher selected the variables for testing. Those
variables are
X1: It has great Taste
X2: It has high Calories
X3: It gives me Energy
X4: I drink when hangout with my friends
X5: It gives me smartness
X6: It makes me feel refreshed
X7: It satisfy my thirst

2. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
The Orthogonal Factor Model
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or in matrix form
 LFuX .
The coefficient ijl is called the loading of the i’th variable on the j’th factor, so the matrix L
is the matrix of factor loadings. mFFF ,,, 21  are unobserved random variables. The
unobserved random vectors F and  satisfy the following conditions:
1. F and  are independent.
2.     IFCovFE  ,0 .
3.       CovE ,0 , where  is a diagonal matrix.
Import Results:
1.    t
LLXCov . That is,
 
  kmimkiki
iimiii
llllXXCov
lllXVar




11
22
2
2
1
,

2.   LFXCov , . That is,
  ijji lFXCov , .
[Derivations:]
1.
          tttttt
LFLFLFLFLFLFXX  
Thus,
    
    
       
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t
tttttt
tttt
t
LL
EFLELFELFFLE
LFLFLFLFE
XXEXCov
Since F and  are independent.
2.
Since

3. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
    tttt
FLFFFLFFX   ,
so
         LFEFFLEFXEFXCov ttt
 , .
Note:
  iiiimiiiii hlllXVar   222
2
2
1  ,
where 22
2
2
1
2
imiii lllh   is called the i’th communality and i is called the specific
Demographic information
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 152 76.0 76.0 76.0
Female 48 24.0 24.0 100.0
Total 200 100.0 100.0
Out of 200 respondents there were 152 male and 48 female. The percentage value of male
respondents is 76% and female is 24%.
Most purchase energy drinks
Frequency Percent Valid Percent Cumulative
Percent
Valid
speed 118 59.0 59.0 59.0
tiger 51 25.5 25.5 84.5
power 22 11.0 11.0 95.5
black horse 9 4.5 4.5 100.0
Total 200 100.0 100.0
Out of 200 respondents 118 respondents drink speed, 51 respondents drink tiger, 22 respondents
drink power and others 9 respondents drink black horse. It may be observed that most purchase
energy drinks is speed and the percentage value is 59% which is greater than any other
percentage value of purchasing energy dinks.
Chi square test
Chi-Square Tests ( Gender and purchase place )

4. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 178.702
a
2 .000
Likelihood Ratio 182.772 2 .000
Linear-by-Linear Association 167.551 1 .000
N of Valid Cases 200
a. 2 cells (33.3%) have expected count less than 5. The minimum
expected count is .72.
Gender * common place purchase Cross tabulation
common place purchase Total
retail stores restaurants near the
university store
Gender
Male
Count 150 2 0 152
% within common place
purchase
98.7% 4.4% 0.0% 76.0%
Residual 34.5 -32.2 -2.3
Female
Count 2 43 3 48
% within common place
purchase
1.3% 95.6% 100.0% 24.0%
Residual -34.5 32.2 2.3
Total
Count 152 45 3 200
% within common place
purchase
100.0% 100.0% 100.0% 100.0%
The availability of purchase energy drinks, we asked 200 respondents to choose the most
common purchase place of energy drink among the retail stores, restaurants, near the
university stores and grocery stores. The Chi-Square Tests result between gender and purchase
place choice of energy drinks shows the high significant level. The result shows the value of
.000 which is the below of .05 (95% confidence level) and the result indicates high significance.
In the cross tabulation charts we can see that 150 male purchase energy drinks from retail stores
and 43 female purchase energy drinks from restaurants.

5. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Chi-Square Tests (Gender and Advertisement)
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 9.947
a
3 .019
Likelihood Ratio 10.268 3 .016
Linear-by-Linear Association 8.819 1 .003
N of Valid Cases 200
a. 2 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.44.
Another Chi-Square Tests between Gender and preferred medium of advertisement shows the
significant level of .019 which is also below the significant level of .05(95% confidence level).
The result shows the significant relationship among the gender and preferred medium of
advertisement. Here respondents were asked to choose the preferred medium of advertisement
among commercials advertisement, print media, web advertisement and billboard advertisement.
So we can reject null hypothesis and there is a association between gender and preferred medium
of advertisement.
Chi-Square Tests ( period of consume energy drinks and health
conscious )
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 70.803
a
9 .000
Likelihood Ratio 71.887 9 .000
Linear-by-Linear Association 47.033 1 .000
N of Valid Cases 200
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 7.59.

6. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Period of consume Energy drink * health conscious Cross tabulation
health conscious Total
Extrem
ely
very somew
hat
not at
all
consume
Energy drink
daily
Count 2 9 21 27 59
% within health
conscious
6.1% 10.6% 45.7% 75.0% 29.5%
Residual -7.7 -16.1 7.4 16.4
weekly basis
Count 6 27 11 2 46
% within health
conscious
18.2% 31.8% 23.9% 5.6% 23.0%
Residual -1.6 7.4 .4 -6.3
half monthly
basis
Count 11 25 8 4 48
% within health
conscious
33.3% 29.4% 17.4% 11.1% 24.0%
Residual 3.1 4.6 -3.0 -4.6
occasionally
Count 14 24 6 3 47
% within health
conscious
42.4% 28.2% 13.0% 8.3% 23.5%
Residual 6.2 4.0 -4.8 -5.5
Total
Count 33 85 46 36 200
% within health
conscious
100.0
%
100.0
%
100.0%
100.0
%
100.0
%

7. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Here we asked 200 respondents to choose the period of time of consume energy drinks. Out of 5
option respondents choose those option daily, weekly, half monthly basis, monthly basis and
occasionally. We also collect data of 200 respondents that how health conscious they are and
there have also 4 option. Those are extremely, very, somewhat and not at all. The chi-square test
between the period of time of consume energy drinks and health conscious shows the result of
.00 significant values which is below the .05(97% confidence level). So there is a high
significant relationship among the period of consume energy drinks and health conscious.
Therefore we can reject null hypothesis and assume that there is high association between period
of time of consume energy drinks and health conscious of the respondents.
Here we can see from the cross tabulation table, respondents who drink energy drinks
daily(75%) those are less health conscious than those who drink only occasionally(42.4%).
Reliability Test
Reliability Statistics
Cronbach's Alpha N of Items
.725 18
Cronbach introduce a measurement to find the reliability of the research. To measure the data, it
split data into two halves in possible manner and for further computing the correlation
coefficient. The average of those values is cronbach alpha. If the test has strong consistency then
the cronbach value between (.70-.90) is highly acceptable for the research. Here we find the
cronbach alpha value is .725 which have the correlation of items in a test and acceptable for the
researcher.
Factor analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .626
Bartlett's Test of Sphericity
Approx. Chi-Square 205.188
df 21
Sig. .000
By doing factor analysis of the data, there is KMO and bartlett’s test shows the result of Kaiser –
mayer-olkin measurement value of .626 by which we can assume that factor analysis is useful.
If kmo value is less than o.5 then is shows the result of useless of factor analysis. In above table
sample adequacy of measurement is .629.

8. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Total Variance Explained
Component Initial Eigenvalues Rotation Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.302 32.886 32.886 1.956 27.939 27.939
2 1.222 17.460 50.347 1.569 22.408 50.347
3 .961 13.723 64.070
4 .922 13.178 77.248
5 .663 9.473 86.721
6 .527 7.529 94.250
7 .403 5.750 100.000
Extraction Method: Principal Component Analysis.
Energy drinks purchase behavior has been factorized using PCA (principal component analysis)
with direct oblimin. Above the table represents the percentage of variance and percentage of
cumulative variance. There are 7 numbers of factors to analysis the data. Among those 2 factors
eigenvalue are more than one and the percentage of cumulative variance is 50.347.When
eigenvalue is more than 1 and it explains more variance than single variable. So above of those
factors we consider only 2 factor model.
Rotated Component Matrix
Component
1 2
[It satisfy my thirst ] .612
[It makes me feel refreshed] .563
[It has high calories] .740
[It has a great taste] .692
[It gives me energy] .755
[it gives me smartness] .645
[I drink when hangout with
my friends]
.590
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.

9. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
From above of the table we can observe the loading factor of the data. If the number of loading is
high then the factors become more important. Anything above the 0.5 can be considered salient
and the determine factor becomes more vital if it increased loading according to the suggestions
of statistician. Above of the table there is the summary of the factor analysis.
Consolidated factor analysis for energy drinks purchase behavior
Factor Factor interpretation
(% of variance
explained)
Loading Variables include in the factors
Factor 1
Product image
This factor explains
27.93%
.692 It has great Taste
.740 It has high Calories
.755 It gives me Energy
Factor 2
Personal motives
This factor explains
22.40%
.590 I drink when hangout with my friends
.645 it gives me smartness
.563 It makes me feel refreshed
.612 It satisfy my thirst
Above of the table there shows summarized factor analysis and that explains the number of
factor loaded, percentage variance, and factor loading variables. Here factor item categorized to
their nature. From the table we can see maximum 27.93% variables can be explained by factor 1
and named as product image. In factor 2 which is named by personal motives can be explained
22.40% variables.
Regression
Model Summary
b
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .702
a
.493 .482 .6228

10. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
a. Predictors: (Constant), Taste, Refreshment, Brand loyalty, Caffeine
b. Dependent Variable: Most purchase energy drinks
ANOVA
a
Model Sum of Squares df Mean Square F Sig.
1
Regression 70.476 4 17.619 45.429 .000
b
Residual 72.524 187 .388
Total 143.000 191
a. Dependent Variable: Most purchase energy drinks
b. Predictors: (Constant), Taste, Refreshment, Brand loyalty, Caffeine
Coefficients
a
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.233 .144 8.532 .000
Caffeine .002 .027 .005 .073 .942
Refreshment .007 .026 .016 .266 .791
Brand loyalty -.107 .026 -.272 -4.099 .000
Taste .488 .040 .631 12.082 .000
a. Dependent Variable: Most purchase energy drinks
Above the table we can explain that we find the correlation between the dependent and
independent variables. Here dependent variable is consuming energy drinks and independent
variables are taste, refreshment, caffeine, and brand loyalty. Here above the table r square
change describe only have 49% correlation of the independent and dependent variables. If
independent variables change there will no so much effect on dependent variables. So above the
model summery describe that there is not so much correlation among the independent and
dependent variables but those variables are high significant.

11. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
Key findings:
Above of the research majority of the respondents were male which is 76% and female
respondents were 24%. Among those respondents most of the people drinks speed which is 59%.
In this research also found that there is strong relationship between gender and purchase place
choice.
Also have the strong relationships between the Gender and preferred medium of advertisement
(commercials, web ad and print media)
This research also finds that there is a relation between period of consuming energy drinks and
health conscious of the respondents.
An interesting fact comes from the research that people who were drinks energy drinks have the
less conscious about their health and people who were drinks occasionally have very much
health conscious.
This research identify the most two factors or components those effect energy drinks purchase
behavior. Among those, factor 1 which has named as product image is explained by three items:
1. It has great Taste
2. It has high Calories
3. It gives me Energy
It describes that those factors influence most to the consumers of purchasing energy drinks with
variance 27.93%.
Above of the factor analysis we can also find that out of those factors, Factor 2 which is named
as personal motives also influence the consumers to purchase energy drinks and it includes four
items
1. I drink when hangout with my friends
2. It gives me smartness
3. It makes me feel refreshed
4. It satisfy my thirst

12. Consuming Energy Drinks: Factors that affecting university students in Dhaka city
It describes that consumers personal motives also can influence of purchasing behavior and those
factors have 22.40% variance.
In this research we also find that there is a correlation of purchase energy drinks with taste,
caffeine, refreshment and brand loyalty. We classify those into dependent and independent
variables. In independent variables includes taste, refreshment, brand loyalty and caffeine. On
the other hand in dependent variables include product categories with energy drinks consume. In
this research R square change can describe only 49% of the correlation among those dependent
and independent variables.